Consumer trust and willingness to pay for establishing a market-based animal welfare assurance scheme for broiler chickens

The aim of this study was to examine Finnish consumers’ preferences and willingness to pay (WTP) for measures to improve broiler chicken welfare and to examine how familiarity with animal production farms, trust in food system actors, and views concerning the responsibility for animal welfare were associated with the WTP. A survey instrument, including a choice experiment, to study consumer preferences for food quality attributes was developed. The survey data were analyzed using a latent class model and logistic regression analysis. The results suggested that Finnish consumers tend to have a positive WTP for improvements in farm animal welfare (FAW) in broiler production, although WTP varied by consumer segment. Five different consumer groups with different levels of WTP for specific welfare attributes were identified. The highest WTP was estimated for an additional space allowance for the birds and enhanced litter quality monitoring at the farm. In conclusion, there is demand for animal welfare labeled broiler chicken among Finnish consumers. However, consumer expectations are heterogeneous, and different strategies can appeal to different segments. While one consumer segment prioritizes FAW over price, another segment emphasizes low-priced products and considers mid-market products appealing. Moreover, public policies are an important tool for enhancing FAW for a large proportion of consumers, and public actions are therefore warranted. Finally, engaging with animal protection organizations (as mediators) and being open to consumers can be an effective strategy to build confidence in premium products.